Relative placement of benefit and risk information in direct-to-consumer advertisements of prescription drugs on the World Wide Web

T his rese a rch was conducted to de t ermine how risk inform a tion is presented within direct-to-consumer (DTC) drug advertisements on the World Wide Web (WWW). Twenty prescription drug manufacturers' web sites were examined with respect to risk and benefit information placement. Measured were (a) the number of clicks required to view the benefit and risk information from the home page, (b) the number of clicks to the risk inform at ion from t he benefit informa t ion, (c) the number of clicks to the benefit information from the risk information, (d) and whether scrolling was required to view both benefit and risk information. Also measured were whether the benefit and risk information was on the same page and whether a separate file reader was needed to view the risk information. Results indicated that the risk information is more difficult to find on DTC prescription medication web site advertisements compared to benefits. More clicks from the home page were required to find the risk information than the benefits. Also, scrolling was required more often to find the risk information compared to the benefits. Implications of these results are discussed with respect to the equal balance of risk and benefit information that is required by U.S. Federal Regulations.